Tyla is gaining recognition as a Grammy-winning artist.
HYBE plans to implement various strategies to strengthen the African music industry.
[TV Daily, Kim Hang-gil] On December 16, HYBE (CEO Lee Jae-sang) announced the establishment of a new joint venture, NFO LLC, to globally manage South African pop artist Tyla. Tyla, a rising star who won the Grammy Award for 'Best African Music Performance,' has gained global recognition with her hit single 'Water,' which reached No. 7 on the Billboard Hot 100. Her album 'TYLA,' released in March 2024, debuted at No. 24 on the Billboard 200, further solidifying her popularity. The unique blend of Afrobeats, Amapiano, pop, and R&B characterizes her music, with over 3 billion streams on Spotify alone.
HYBE will not only manage Tyla globally but also integrate support across essential areas such as touring, marketing, and promotion. Moreover, they aim to contribute to the local music ecosystem by establishing systems for identifying and nurturing emerging African artists alongside various recording and brand partnerships. To achieve this, HYBE has collaborated with music industry veterans Brandon Hixon and Colin Gayle to form NFO LLC.
CEO Lee Jae-sang stated, 'This partnership will mark a significant turning point in HYBE's global expansion strategy.' He emphasized that they will combine the expertise of Hixon and Gayle with HYBE's global network to elevate African artists' talents to a worldwide audience. Hixon and Gayle believe that NFO LLC will serve as a robust foundation for enhancing HYBE's influence in the African music market, generating positive synergy for both K-pop and African music.
Tyla is emerging as a new icon of African music, and her global management represents an opportunity to highlight such artists' potential even further. Her unique musical style has formed a diverse fanbase that spans various genres, providing a foundation for HYBE to introduce its artists in a multi-genre context. Tyla's successful growth trajectory is likely to become a mega trend within the African music industry.
HYBE's partnership goes beyond simple management; it reveals a strategic approach and understanding of the African music market. The rapid growth of the African music industry, combined with HYBE's acute business sensibility, offers a direction for African artists on a global scale. This blurs the lines between K-pop and African music, creating greater musical synergy.
Given the recent strong surge of African music on digital platforms, HYBE's entry will likely wield even greater influence in the future. As the proportion of African music within the global music landscape increases, HYBE's intentions are becoming more attention-grabbing, prompting other external entities to take notice of the African market.
This article is KOSTAR’s reinterpretation of a story originally reported by TVDaily.
Photo: Tyla
